Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet)

Chinese automotive brands have grown in the Iranian market during recent years and their market share has increased. In this research, researchers have purposed to find out what attitudes exist in the audience and how their attitude makes them buying Chinese cars. In this research, the Zaltman Metaphor elicitation technique (zmet) method was used for data collection. The study population was people who, having acquired information from the automotive industry over the past year, bought cars or plans to buy a car in the next year. The findings of the research showed that the characteristics, functions and values of Chinese cars are mostly negative and there is no positive attitude towards these brands. Positive attitudes featured relatively low prices and low fuel consumption, with negative features including high costs, sales risk, baccalaureate, poor country brand and low product quality. Compared to previous research, research has mostly had the same results in terms of attitudes, features, functions and values, and showed that, as in many parts of the world, there is no positive attitude towards the brand of China and Chinese products, but due to the activity of these brands In the markets of developing countries and audiences who are not financially powerful, despite the negative attitudes of these products, they are bought from coercion.